The listings, which were posted in late December and first reported by Recode on Wednesday, are seeking applicants “to build authentic activewear private label brands that have compelling and unique DNA and deliver amazing consumer valued innovation.”

That would seem to indicate that Amazon plans to compete against the likes of Under Armour, Nike and Lululemon in the trendy "athleisure" wear market — a category that encompasses workout clothes for everyday wear like yoga pants, tank tops and running tights.

Amazon declined to comment.

The company has been beefing up its in-house fashion brand offerings for months now. It currently presides over seven clothing labels encompassing everything from women's sweaters to children's clothing to men's suits.

Private-label brands are often used by retailers to undercut outside prices or fill potential gaps in supply from third-party vendors.

Beyond clothing, Amazon also owns several other consumer wares brands that sell everything from cleaning products to food.

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